Google's move to pull YouTube support from Amazon devices has ignited a fiery internet debate on the state of the open web.
What's happening: Viewed narrowly, the conflict can be seen as just a modest escalation of a spat that has seen Google block YouTube content from Amazon devices, and Amazon remove various Google products from its online store.
"Kinda like watching two elephants huffily poking each other in the eye," writes Fast Company's Harry McCracken, in a tweet Tuesday.
Yes, but: The Verge points out that all this flies in the face of what is supposed to be an open internet. It argues that consumers are the big losers from all the corporate combat.
And it's not just Google. Amazon and Apple have also sparred, though the two appeared headed to a truce earlier this year when they announced Amazon Prime would be coming to Apple TV. This, however, has yet to occur.
Why it matters: It's getting messy as the giants of tech step on one another's toes. And, it's being pulled into the net neutrality debate – those in favor of repealing net neutrality rules argue this is another example of how it is the Silicon Valley giants, not the telecom firms, that are stifling competition.
My thought bubble: I'd argue this makes the case that both need strong regulation, not neither.